10 minute read
PSA’s new dealership
Rebecca Chaplin sees the revolutionary changes that have taken place at Robins & Day’s new drive-in flagship store.
Robins & Day – PSA UK’s own dealer group – has rebuilt its flagship store in west London from the ground up.
The unique Chiswick dealership stretches to the very edges of the site’s boundaries and has no parking outside.
Instead, customers drive into the building and park on the first floor. As I make my way up through the four-storey building, it strikes me that the new site is more department store than car dealership.
Peugeot, Citroen and DS showrooms are all hived off and the ground floor is dedicated to used cars – all contained inside under the bright lights.
Car Dealer visited the dealership for its official opening and chief executive of Robins & Day James Weston showed us around for a special video. He explained how the inspiration for the new layout came from its DS Urban Store in Westfield Shopping Centre, where VIP parking brought customers straight to the front door. That concept was echoed here.
‘The vehicle does the movement on the various floors either for aftersales, repairs or whatever it may be,’ said Weston.
‘It was really important for us because usually the parking at a dealership is behind the used cars and demonstration vehicles, wherever you can find a space.
‘We wanted it to take the centre stage.’
The revolutionary changes aren’t simply driving and parking inside. The layout starts at the centre of the building, where people walk into the aftersales department and beyond that are the showroom floors.
It’s almost a reverse Apple Store, where problems are dealt with front and centre, and from there customers move to the three high-ceilinged, brand-orientated showrooms beyond. Weston explained: ‘When the customers come through again, it’s light, it’s airy, you’re straight into aftersales, which is different to a traditional dealership, where aftersales is tucked at the back.
‘What we wanted to do was build something that’s different. We wanted to change the experience behind motor retailing rather than just build a big dealership on layers.
‘We wanted to try and change the customer experience for the better.’
Those walking in on the ground level will find themselves in a used car showroom that occupies almost the entire group floor apart from where the new, state-of-the-art workshop Robins & Day CEO James Weston
Inside the new Chiswick dealership
is located. Weston said: ‘Especially as we go into the winter months, to have all of these [used] vehicles inside and the ability to display them and offer test drives is phenomenal.
I remember when myself and the general manager first came here, and all of the cars were facing forward.
‘We both walked around and didn’t get the buzz – we knew it wasn’t right. We’d just gone traditional and faced the cars towards the road, but we don’t need to because the flow of customers is within as well as external and that’s changing the format.’
PSA Group UK managing director Alison Jones was there at the opening and spoke about the difficulties of finishing the site during lockdown, but also why it was so important for the group.
‘The challenge of getting this done during lockdown is all of the practical challenges we’ve had as we’ve lived our lives. How can you continue to build in store and finalise a building when you’re socially distancing and with all of the PPE?
‘It was quite challenging before, and then you add to it the Covid safety and it makes it really challenging, but of course safety is the most important aspect.
‘The team pulled together and found a way through it,’ she said.
For Weston, getting this redevelopment sorted was one of his first jobs as CEO but it’s even more significant for him as he also started with the dealer group as an assistant manager at this location when it was just Peugeot.
Now the three brands sit proudly side by side, overlooking the busy Hogarth Roundabout in Chiswick, where thousands of eyes will see them every day.
Weston said: ‘I remember when I started at this site as an assistant sales manager back in 2001, parking up at an admin showroom down the end, and it has transformed massively.
‘Getting the build validated – one of my first roles as CEO was to get that done. That was enormous, and it showed the confidence in the wider group and our ability to deliver profitably.
‘But the actual site itself, it pulls many heartstrings, and seeing it when it was all boarded up I just wanted to get inside it.
‘To be here today, unveiling plaques, meeting the team and unlocking the potential of this site, it’s something I’ll never forget.’ Article continues over page
PEUGEOT
We’re confident we can maximise opportunities
PEUGEOT managing director David Peel was CEO at Robins & Day when the super-site was dreamed up, so was proud to see it finally open.
He said: ‘I’ve been MD of Peugeot now for four and a half years. I was the chief executive of Robins & Day for eight years previously and I think halfway through my tenure in that role we put the plans in motion for this site as it is today.
‘To be there at the start, maybe seven or eight years ago, and to be in it now is really exciting.
‘We’re really proud of what the team has done to get the investment and to put this together at a time when it’s challenging for everybody.’
Peel added: ‘The PSA brands are positioned to attract a different customer base.
‘A customer coming to this site has a choice of a Citroen, Peugeot or DS.
‘Each one has a different customer demographic, so we’re confident we can maximise the opportunities and not lose out to another brand.’
CITROEN
Retail is crucial but you can’t live off that alone
EURIG Druce has had a baptism of fire since taking over the role of Citroen UK managing director in January.
Despite the struggles, it’s had a very positive year so far, and although the numbers don’t quite reflect that, he explained that it was not all as it seemed.
‘New car demand has been strong, but for Citroen we’re in the middle of trying to reposition the business.
‘If I take the year-to-date position of Citroen from last year, 16.3 per cent of our This environment is what sales were to daily rental companies. That’s not we wanted for the brand. something I want to pursue for the future,’ he said. ‘I want Citroen to be a DS brand that participates in all channels to market but ‘Boutique’ showroom has feel of Frenchness about it one that has a sustainable foundation to build from, and THE showroom in Chiswick is another big step for the newest brand in the PSA Group. to keep the level of sales we Alain Descat, managing director of DS in the UK, is adamant that although the take-off here is make to rental companies one slower than on the continent, public knowledge of the brand is growing. that’s in line with the market. He said: ‘Yes, definitely. What we want to really show here is that we are entering the
‘For that reason, we’ve premium market. seen a decline in our market ‘We’re a premium challenger and the UK in particular is a very busy premium market with very share this year, but I see that strong brands, so in the UK I think our take-off is a bit slower. very much as a position to ‘This is our 34th store in the UK. Yesterday, I was in Leicester, where we opened another big, build forward from with beautiful store.’ new products as we The DS showroom sits between the two established brands, which means it’s prominent with its go into 2021. branding over the busy road.
‘Retail is Descat added: ‘This environment is what we wanted for the brand. As you can see, it’s cosy, and absolutely crucial, in a showroom like this it’s got this Frenchness, which is the core of our identity. and we’ve seen ‘You feel a bit like you’re in a boutique hotel when you see the lounge and Nespresso coffee.’ that grow for us this year, but we’re a multichannel brand. You can’t live off Click here to see the video of the retail alone.’ new Robins and Day dealershipEurig Druce, MD of Citroen UK
ADVERTISING FEATURE
Autoguard CEO Rob Dockerill officially opens the new Belfast office, helped by regional manager Graham Marshall, left, and area sales manager Jamie Brown
EXPANSION
Autoguard Warranties establishes new regional office in Belfast
A moment of history
The opening of a second office is always a seminal moment in a company’s history and there is an interesting story as to why Autoguard Warranties has chosen Belfast as its second home.
The new Belfast city-centre office forms part of a wider strategic plan to support Autoguard Warranties’ rapid growth in the UK. The company’s wide product portfolio, twinned with local Northern Ireland area sales managers, means that Autoguard is ready to support and to add value, as it has for the past 10 years in Northern Ireland, to the motor dealers.
The office is a statement that Autoguard is adaptable to changing markets and will react to customer feedback. A locally recruited regional claims and office manager will be permanently based at the new office and will be the main point of contact for all claims in Northern Ireland.
Opening ceremony
Chief executive Rob Dockerill got straight down to business by cutting the red tape at the opening ceremony. He was joined by all of our Northern Ireland-based staff on what was a historic day.
Supporting Northern Ireland
For 10 years, Autoguard Warranties Ltd, a nationwide extended vehicle warranty provider, has managed its Northern Ireland operations from its head office in Surrey. Even with the business impact of Covid-19, the call for a new Autoguard office in Belfast had become overwhelming. Rob commented on this defining moment in our support for motor dealerships in Northern Ireland, saying: ‘It’s a very exciting time at Autoguard. We are expanding and growing despite the current challenges. Northern Ireland has always been important to us, so I am very pleased to be able to open this regional office to support our NI dealers and customers. We have always prided ourselves on excellent customer service, and having a Belfast base allows us to service the local needs and requirements better.’
Jamie Brown and Graham Marshall are ready to help Northern Ireland dealers develop and expand
Why choose Autoguard?
Autoguard Warranties is an award-winning value-added product provider. Autoguard supports motor dealerships with complimentary consultancy-led staff development, forecourt point-of-sale materials, rapid claims payment and access to a dedicated local area sales manager.
Autoguard is the leading technical and product innovator in the industry. It provides state-of-theart digital services so that dealerships have 24/7 visibility of how their claims are proceeding and the ability to add new warranty, GAP, alloy wheel, paint protection and tyre cover as and when they need to.
As a proactive organisation, Autoguard is always looking for ways to help motor dealers make more money while benefiting their customers. As a value-added service, expect to see dealer-applied paint protection coatings to join the extensive product portfolio later this year.
Autoguard also offers a free customer app that helps them manage their cover.
It tells them where they are if their vehicle breaks down, and provides a whole range of services to get them back on the road.
How to get in contact
To discover more about Autoguard Warranties and find out how the company can help you make more money for every vehicle you sell, please visit autoguardwarranties.com or call 03432 271499 during normal business hours.
